Marketing Manager

Job Description: Marketing Lead

LOCAL & OFFLINE CUSTOMER ACQUISITION (LAUNDRY & DRY-CLEANING SERVICES)

Department: Growth & Marketing Role Type: Full-Time / On-Site Location: Field-Heavy (Targeted Clusters)

ROLE OVERVIEW

The Marketing Lead will spearhead offline customer acquisition, hyperlocal brand visibility, and field marketing

campaigns across defined delivery radiuses and residential clusters. This role is a hybrid of ground-level

execution, vendor management, daily-wage team supervision, and localized digital/print promotional drives

designed to accelerate repeat laundry orders from gated societies, student housing, and commercial zones.

KEY RESPONSIBILITIES

1. Hyperlocal & Field Marketing Execution

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Plan and execute high-impact neighborhood activations: door-to-door pamphlet distribution, society notice

board campaigns, newspaper inserts, and apartment canopy setups.

Identify and target high-density residential clusters, gated communities, hostels, and PG accommodations

within designated delivery perimeters.

Organize weekend canopy activations, interactive trial-offer booths, and live sign-up kiosks to drive immediate

app downloads and first-time orders.

2. Vendor Management & Print Production

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Source, negotiate rates with, and manage local printing and fabrication vendors for marketing materials (flyers,

banners, standees, garment tags, branded laundry bags, packaging flyers).

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Ensure stringent quality control on all printed collaterals and manage inventory levels to prevent campaign

stockouts.

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Oversee local outdoor branding assets including auto-rickshaw branding, local shop boards, and directional

point-of-sale signs.

3. Temporary Field Workforce Hiring & Supervision

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Recruit, onboard, train, and manage daily-wage promoters, distribution agents, and part-time staff for physical

collateral disbursement and event activations.

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Design route maps, assign daily disbursement targets, and monitor field movement via spot audits and GPS

check-ins to eliminate paper wastage.

Manage daily/weekly payroll reconciliation and track individual productivity across target routes.

4. Digital Presence & Micro-Targeted Campaigns

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Manage and optimize local Google Business Profiles (Google Maps rankings, location-specific keywords, and

customer review drives).

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Run hyper-targeted local Meta/Instagram ads geo-fenced strictly to delivery pincodes and coordinate localized

community WhatsApp outreach.

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Deploy targeted SMS and WhatsApp broadcast campaigns for seasonal offers (rainy season fabric care, festive

ethnic dry-cleaning, corporate package discounts).

Page 1 of 25. B2B Tie-Ups & Community Partnerships

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Secure permissions and partner with Resident Welfare Associations (RWAs), apartment facility managers,

local gyms, salons, and co-living operators for exclusive partnership privileges.

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Establish localized referral loops and neighborhood ambassador programs to foster word-of-mouth growth.

REQUIREMENTS & QUALIFICATIONS

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Experience: 2–5 years in hyperlocal marketing, field sales, trade marketing (FMCG), or operations in on-

demand/quick-commerce/laundry services.

Vendor & Budget Handling: Proven track record of negotiating with local printers, collateral fabricators, and

maximizing marketing ROI on tight budgets.

Ground Staff Leadership: Strong ability to hire, motivate, and closely supervise daily-wage field promoters

and delivery distribution staff.

Language & Local Geography: Fluency in the local regional language and English, with deep working

knowledge of local residential pockets and road networks.

Mobility: Must have an active two-wheeler conveyance for rapid field movement and site supervision across

multiple zones.

Tools & Tech: Proficiency in Google Sheets/Excel for tracking acquisition costs, basic Canva for quick

localized creative edits, and Meta Ads Manager.

KEY PERFORMANCE INDICATORS (KPIS)

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First-Time Customer Acquisition: Number of new orders generated per targeted cluster/pincode.

Cost Efficiency: Lowering Customer Acquisition Cost (CAC) and Cost per Lead (CPL).

Disbursement Integrity: 100% distribution verification with zero-wastage compliance during spot audits.

Community Clearances: Monthly quota of approved RWA/apartment permissions for promotional stalls

and direct access.

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